over the past few weeks, I’ve noticed a handful of questions about which metrics are worth paying attention to in the Facebook Ads reports console.

and that’s “Talking About This.” (PTAT)

One of the rather curious things I have observed in my time working in this space is that overtime a particularly nuanced term will become adopted by a large class of folks who seem to understand it very shallowly. It will then be rebuffed by a smaller class of more vocal folk who feel everything is subpar. After a while, the term’s meaning can become so bruised as to defy resemblance to the original concept.